Medway Council

Medway Council is increasingly thinking about understanding customer needs and targeting services. With this in mind it licensed CACI’s InSite GIS system to help it understand the demand for existing and new services.

The Council has used CACI for a range of projects including understanding the profile of library users, profiling catchment areas around youth centres and identifying areas to promote leisure services for family parties using direct mail.

Medway Council, like many other authorities, has also sought to generate additional revenue by offering wedding packages at Council owned locations throughout the authority.

Firstly CACI data helped identify which of the Councils many sites were suitable for wedding services and likely to be granted a license to conduct weddings. Local facilities, including the Corn Exchange in Rochester and Upnor Castle, were plotted on a map of Medway, with a population density profile as a backdrop. A demographic profile of the area was also created using InSite’s locator reports. The results showed that the areas around the proposed facilities were highly populated and provided significant opportunity.

Wedding packages have to be priced at the right level, but the Council also has to provide an equal level of service compared to its competitors. To ensure the locations were feasible and the Wedding Packages were correctly priced and of a similar level of service, a study was conducted of the 150 other non-council premises that provide wedding facilities. These too were plotted using CACI’s InSite system, to provide a holistic view of the market, showing the likelihood of other providers to encroach on sales.

Sarah Beresford, Research Manager at Medway Council comments,

“Overall CACI has been used to help Medway understand the needs of local residents, providing strategic direction to the planning of local services, aiding with the active promotion of services, refining existing services and developing new ones.”

	ACORN
	Population Projections